Evoluce brand identity korejské popové skupiny

This bachelor’s thesis analyzes the evolution of the visual identity of the Korean pop group BTS between 2013 and 2022. K-pop, or Korean pop, has become a global phenomenon as a music genre, with BTS standing out as one of the most significant representatives of this transformation. The thesis focuses on key elements of visual identity, such as logos, color schemes, typography, and overall aesthetics, examining changes in their branding within the context of the group's expanding influence in Western markets. The theoretical part defines fundamental concepts of music branding and visual identity, while the practical part includes an analysis of individual BTS albums and redesigns based on the group’s earlier aesthetics. The resulting designs are tested with BTS listeners, who evaluate how appealing an album would be based solely on its visuals. The testing results reveal the impact of visual changes on fan perception and illustrate how the group’s brand identity has adapted to a global audience.